WINES OF ONTARIO.

A brand refresh for Wines of Ontario (VQA), whose award-winning cool-climate wines lacked a premium reputation to match. Drawing on luxury fashion and Burgundy's storytelling, the work made winemakers the face of the brand: more than 120 of them shot on medium format by David Pike, paired with expressive still life. Twelve maker profiles ran across TV, radio, social and retail, and Ontario wine sales rose 78% between March and August 2025.

CLIENT: Wines of Ontario
ROLE: Creative and art direction
AGENCY: Collective Advantage 
STRATEGY: Andrew Rusk
PROJECT MANAGEMENT: Michelle Sinclair
PHOTOGRAPHY: David Pike
DIGI TECH: Ro Agalawatte
PRODUCER: Steph Mill
MOTION: Meghan Fenske
CLIENT TEAM: Dean Foerter, Mallory Daley, Andrea Peters
RESULTS: Ontario wine sales up 78%, March–August 2025 vs. the year before